The UK company says that it used a mix of street casting and more traditional models/athletes to depict key packaging scenarios. Boxer selected British photographer Nick Clements, known for lifestyle photography, for the McDonald's packaging assignment. The new packaging features photography depicting people carrying out various activities such as listening to music, playing soccer and reading.
"We were really inspired by McDonald's new approach to borderless marketing and the challenge of applying this philosophy to package design," said David Poole, managing director of Boxer. "Our goal is to create a personal communication with customers via strong lifestyle imagery they can relate to and understand."
The United States, Canada and Latin America will be among the first to implement the new packaging design concept, which will be phased into McDonald's restaurants on adult bags and cold cups beginning January 2004. New "i'm lovin' it" Happy Meal packaging will roll out in March 2004. Conversion of all packaging in McDonald's 30,000 restaurants worldwide is expected to be complete by late 2004.
"This new global packaging continues our relentless focus on customers and on communicating a new energy and attitude for our brand," said Light. "It's another signal that things are changing at McDonald's, and we are communicating with customers worldwide with a new voice and new attitude. It is the first time in our history that a single set of brand packaging, with a single brand message, will be used concurrently around the world."
McDonald's new global packaging represents the next phase in the company's Rolling Energy marketing approach. This involves a multi-year worldwide marketing calendar that McDonald's believes provides consistency in messaging and communications to customers and employees. The Rolling Energy programme features a variety of integrated marketing activities, including the new packaging, restaurant promotions, media planning, new products, merchandising and internal marketing.
"When we leverage our resources, talent and infrastructure, the power of the McDonald's system is unparalleled," claimed Light. "We continue to work together to move this brand forward in ways that customers everywhere will find fresh and appealing."